Xaxis, one of the largest audience-buying companies, has launched in Kuala Lumpur and will be headed by Arshan Saha who will assume the position of director, Singapore and Malaysia.
Saha joins from Innity, where he was regional director for Southeast Asia, responsible for a 300% growth over a one-year period. Prior to that, he managed relationships with digital publishers for the Adconion Media Group out of the UK offices.
The company will work directly with GroupM Malaysia in providing regional marketers with the full suite of Xaxis audience-buying solutions as well as a premium ad network offering, including its proprietary Data Management Platform (DMP).
"In terms of consumer behaviour and publisher capability, Malaysia is a leader in the Asia-Pacific market and a natural fit for Xaxis products as we continue our expansion in the region," said Michel de Rijk, managing director of Xaxis APAC.
At launch, Xaxis Malaysia will be creating and selling its own proprietary media products to GroupM agencies and advertisers - starting with a premium ad network.
Girish Menon (pictured), GroupM Malaysia CEO and Mindshare managing director, told A+M: "Clients are looking for greater degree of transparency and better targeting, which they do get when they buy from ad networks.
"But because Xaxis is independent of publishers, we have access to a wider spread of data to improve targeting," he said.
Menon added that Xaxis has so far launched one product and has plans to roll out a few more in due course.
The Xaxis DMP allows advertisers to measure attribution, offline ROI, audience insights and brand impact based on the entire digital plan, not just the Xaxis portion of the plan.
Xaxis provides over 800 advertisers with audience-buying solutions at scale, delivering over 300 billion impressions globally per year.
Xaxis has a presence in 17 countries across North America, Europe and Asia and aims to have offices in over 25 markets around the world by year-end.